The South Beach Wine and Food Festival was one of the clients we were able to collaborate with in my Masters of Marketing program. In this specific project, I worked on the Recommendations based on data and created the Content Strategy Calendar while assisting my group with the overall presentation and research.

1. Social Media Listening
Dream Team
Kyrsten Alvarez, Alexis Dawson, Joni Fernandez,
Aileen Solá and Annelise Villiers

2. Background
The Food Network & Cooking Channel South Beach Wine & Food
Festival, known as SOBE WFF, attracts more than 65,000 guests to
Miami Beach and Ft. Lauderdale beaches.
SOBE WFF gives guests rich experiences with a wide variety of food
and wine from all over the world, opportunities to mingle with
celebrity chefs all while listening to great music and enjoying the view
of the famed South Florida beaches.
The Festival is hosted by and benefits FIU’s Chaplin School of
Hospitality and Tourism Management and the Southern Wine and
Spirits Beverage Management Center and has raised over $26 million
for the school.

3. Objectives
Review Social engagement of
SOBE WFF using Social Listening tools
Make recommendations based on
analysis found on Brandwatch

4. Social Listening
Social Listening is pivotal for the success of any organization.
It allows for brands to not only monitor their engagement
with consumers, but also measures the audiences key
social performance insights, helps determine where the
customers are in regards to loyalty and shows how people
feel about the brand and/or product in real time.

5. Helps discover the conversations that are
happening with the brand and competitors
Allows for dashboards to drill down
the data that is useful to you
Executive reporting
Demographic and Psychographic data available

6. Recommendations
Invest in Brandwatch to help monitor
the social media engagement and sentiment
•Opportunity to assess Social Feedback
•Narrow down the search
•Assistance with location based topics
Monthly Campaign Assessment and Strategy
•Content Strategy Calendar
•Leverage Social Media Influencers
•Leverage FIU Students and Alumni
Hire Professional Intern from FIU Chapman School of Hospitality
•Monitor Social Media
•Coordinate the marketing campaigns
•Conduct monthly brand assessments
•Benchmark tracking

7. Appendix
References
7 Reasons Why Social Listening Is Important - Socialbakers. (n.d.). Retrieved April 18, 2018, from https://cdn.socialbakers.
com/www/archive/storage/www/7-reasons.pdf
Brandwatch vs Sprout Social. (n.d.). Retrieved April 15, 2018, from
https://www.trustradius.com/compare-products/brandwatch-analytics-vs-sprout-social
Compare Brandwatch vs Sprout Social 2018 | FinancesOnline. (2018, February 28). Retrieved April 18, 2018, from https://
comparisons.financesonline.com/brandwatch-vs-sprout-social
Hsiao, A. (2017, February 22). Importance of Social Media Monitoring. Retrieved April 18, 2018, from https://www.business.
com/articles/people-are-talking-are-you-listening-the-importance-of-social-media-monitoring/
Jackson, D. (2018, April 12). What Is Social Listening & Why Is It Important? Retrieved April 18, 2018, from https://sproutso-
cial.com/insights/social-listening/
Satpaul, V. (2014, April 25). The Importance of Social Listening for Brands. Retrieved April 18, 2018, from https://www.so-
cialmediatoday.com/content/importance-social-listening-brands
Newberry, C. (2017, June 13). Social Listening: What it is, Why You Should Care, and How to Do it Well. Retrieved April 19,
2018, from https://blog.hootsuite.com/social-listening-business/
Tilearcio, T. (2017, May 09). Using Social Listening For Competitive Analysis. Retrieved April 15, 2018, from https://www.
synthesio.com/blog/social-listening-competitive-analysis/
White, R. L. (2018, April). What Is Social Listening? - Definition - TrackMaven. Retrieved April 18, 2018, from https://track-
maven.com/marketing-dictionary/social-listening/
What is Social Media Monitoring? (2018, March 07). Retrieved April 18, 2018, from https://www.brandwatch.com/blog/
what-is-social-media-monitoring-answers-to-common-questions-and-misconceptions/

16. January
• Ticket Sales→ “Winter in Miami”
• Sponsorship Highlights
• Influencer Preview Event
• Social Assessment Report
February
• Ticket Sales→ GTV & Special
Events Push
• Sponsorship Highlights
• Plan for social strategy for actual
event monitoring
• Influencer check-in
• Social Assessment Report
March
• Post Event Feedback (Survey on
Social)
• Post Event Highlights
• Influencer postings post event
• Overall Social Assessment &
Strategy Report of Year
April
• Highlighting “Trade Day”
• Highlight Chefs & Sommlier’s
• Social Assessment Report
begins again
• Recommendation Report
for Next Year’s Social Media
Strategy
May
• Highlighting FIU Students,
School & Volunteers
(Graduation)
• Social Engagement Plan
• Social Assessment Report
June
• “Summer in the City”
• School Engagement Program
Formulation based on end
of year report (Marketing,
Hospitality, Business)
• Sponsorship Highlights
• Internship Ends
• Highlighting FIU Students,
School & Volunteers
July
• “Summer in the City”
• School Engagement Program
Negotiation with Professors
• Highlighting FIU Students,
School & Volunteers
• Internship Hiring Process
Begins
• Social Assessment Report
August
• Highlighting FIU Students,
School & Volunteers (Semester
Begins)
• School Engagement Program
• Internship candidate selected
• Social Assessment Report
September
• Ticket Sales→ Pre- launch teaser
“Falling for SOBE”
• Highlighting FIU Students,
Alumni, School & Volunteers
• Sponsorship Highlights
• School Engagement
Assignments Due
• Social Assessment Report
October
• Ticket Sales→ “2019 IS HERE”
• Highlighting GTV & Special
Events
• Highlighting Culinary Chefs
Confirmed
• Sponsorship Highlights
• Implementation of School
Engagement Program
• Social Assessment Report
November
• Ticket Sales→ “Hospitality
Industry Focused”
• Sponsorship Highlights
• Highlighting Culinary Chefs,
Wine & Spirits Confirmed
• Highlighting FIU Students,
Alumni, School & Volunteers
• Implementation of School
Engagement Program
• Social Assessment Report
December
• Ticket Sales→ “Holiday Fun in
the Sun”
• Holiday Focused Treats &
Culinary Highlights in South
Beach via Chef Interviews
• Holiday Discount for FIU
Students, Alumni, School &
Volunteers (1 week)
• Influencer Negotiations
• Social Assessment Report
Social Media Content Strategy Calendar